• by Melynda Fuller , November 30, 2018

The guide features stories told in handmade miniature detail, embedded with gift ideas for tech lovers. For example, miniature home chefs in a cooking class preparing dinner with sharp cheese knives or a street performer with his guitar against a city backdrop created with pink suitcases and black wireless speakers.

All were created by a team led by HouseSpecial director and art director Gee Staughton. Staughton has previously worked on campaigns for Chipotle, Planters, Travel Portland, noosa and Dish Network.

Figures for the guide were designed in H0 scale, the traditional scale for model railroads.

Individual gift features across various categories, such as foodie, traveler, audio and entertainment junkie, parents and grandparents and the DIY freak fill the guide.

“Many departments see a lift [from the guide], from social media to affiliate to editorial. We see an increase in traffic via social sharing with our creative storytelling aspect of the gift guide,” Alana Wolfman, director of production, Digital Trends, told Publishers Daily.

Wolfman added the content is based off SEO search queries, “so we are in front of what users are searching for during the holiday season.” Affiliate teams select the products, securing the best deals for readers.